March Madness 2022

Ambitious TV spot that went from concept to creation in 1 month and shot over 2 days in Burbank. I had the pleasure of creating the title logo and concepting set design. Along with static creative, this campaign led to a record-breaking month for Sling with the highest-grossing new subscribership in the brand’s history.

March Madness 2023

For 2023, the focus shifted strategies and we were tasked with creating a motion-based spot that would heavily utilize 3D graphics. I concepted storyboards, created the titular logo, and worked directly with both our in-house motion team as well as an external contributor to direct the tone and aesthetic of the end product, as seen below.

Product Education Series 2023

Though considerably less action-packed than sports, the Product Edutainer series serves an important purpose in creating engagement while depicting new features and how to use them; often a fine balance between flash and function.

For this series, we were tasked with illustrating 3 new product features in relatively short clips that would be circulated internally and externally to be completed on a tight timeline of 3 weeks. All clips were to be delivered at the same time, and so we approached development simultaneously.

Working in tandem with the motion AD, copy director, and freelance 3D motion designer, I developed aesthetics and storyboard concepts. Since we only had a 1-week window of availability with the freelancer, we leaned into a minimal 3D glass morphic approach for the sake of speed and versatility. This style lends itself well to the existing branding equity, featuring isometric perspectives and a modern tech appeal without being graphically intensive to render.

Times Square Billboard 2023

As large-format as it gets, we had an awesome opportunity to do an environmental ad in Times Square. Unfortunately, the brand pattern of ‘no budget, tight timeline’ severely limited our vision, so we resorted to turning a 30s placement into something that was essentially a micro-segmented ad. This guaranteed that even if passersby only glanced up for a few seconds, they would be presented a takeaway that showcased Sling’s value relative to New York experiences. Emojis were leveraged as a universal communication language, with simple copy and accompanying TV graphics ensuring the message was all about live news, sports, and shows for the best price.

Sling Interstitials 2023

Made as gap fillers between programming where there are variable amounts of time between 3-15 seconds; not enough time sell ad space, but too long for dead air, these were designed as a branded palette cleanser before content comes back on. As a big fan of [adult swim]’s interstitials, I worked with a motion designer to create a series that felt succint and souful enough to set the vibe in the short time they’d run.

Sling Rewards Promo 2024

A 30s piece to promote the new Sling Rewards system, this was storyboarded in-house while working with an external VFX team to provide 3D graphics and voiceover. We leveraged the static imagery generated for the marketing campaign, which helped connect to the in-market assets while cutting costs for the production itself.

Sling Freestream Promo 2024

A 15s piece to promote the rebranded Sling Freestream service, this was an in-house refresh of the original creative, with updates throughout that included new logos, key art, start & end cards, and voiceover.

Video Slate Previews 2024

Not the sexiest slates around, but this series was created with modularity in mind as the template itself needed to be flexible enough to feature varying quantities of content, key art of different sizes, and impact messaging in a practical package that still manages to build on branding equity while promoting different offers every month.

RESULT

Though we only get in-market performance data from the Brand team in bits and pieces, some of the more notable performance has been the March Madness 2022 campaign resulting in the largest single-day subscriber sales in the brand’s history, with the March Madness 2023 campaign not far behind. Product pieces are a great exercise in marrying the technical nature of a tutorial with enough visual intrigue to keep it interesting, a challenge that I always enjoy. Whether a spot performs in-market to expectations or not, hitting deadlines and budgets are always a win, and doing a lot with very little in the way of financial or human resources has been a signature of an in-house team that continues to find ways to innovate and keep the fresh cuts coming.